Overview
- Offers theoretical foundations to explain and justify the collaboration between art and fashion, presenting concrete examples of firms that employ the arts strategically to strengthen their reputation and image
- Offers a new perspective on the hybridization and synergies between fashion and art from a business point of view, overcoming the sociological perspective from which these phenomena are usually looked at
- Brings together fashion and arts scholars to provide insights into pros and cons of the collaborations between art and fashion
Part of the book series: Palgrave Studies in Practice: Global Fashion Brand Management (PSP:GFBM)
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Table of contents (6 chapters)
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Front Matter
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Back Matter
Keywords
About this book
Despite being vastly different both socially and economically, art and fashion are increasingly converging to collaborate in mutually advantageous ways. This book discusses the mutual benefits of collaboration through analysis of successful case studies, including corporate art collections and museums, patronage and sponsorship initiatives, and art-based brand management in the fashion sector. It provides a categorization of the strategies that fashion firms employ when they join the art world and illustrates how art and fashion brands can interact strategically at different levels. This book will be a valuable resource to researchers, providing an enhanced understanding of the potential of artification for managing brands and products.
Editors and Affiliations
About the editors
Marta Massi is Lecturer of Marketing at McGill University, Canada. She has previously served as Assistant Professor of Marketing at Università Cattolica del Sacro Cuore, Italy and a visiting scholar at Deakin University, Australia. Her research interests include branding and arts and culture marketing. Her work has been published in national and international journals, including Journal of Global Marketing, Journal of Consumer Affairs and International Journal of Technology Management.
Alex Turrini is Associate Professor of Arts Management and Cultural Policy at Bocconi University, Italy. He has been Director of the SMU Meadows Division of Arts Management and Arts Entrepreneurship as well as visiting professor of Arts Management and Cultural Policy at SMU Meadows and Cox School of Business, USA. He carried forward several research, training and consulting projects with different national and international public sector organizations involved in the arts. His research activities center on public policies and management in the arts and cultural sector, arts collecting behavior and inter-organizational networks in the arts.
Bibliographic Information
Book Title: The Artification of Luxury Fashion Brands
Book Subtitle: Synergies, Contaminations, and Hybridizations
Editors: Marta Massi, Alex Turrini
Series Title: Palgrave Studies in Practice: Global Fashion Brand Management
DOI: https://doi.org/10.1007/978-3-030-26121-4
Publisher: Palgrave Pivot Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG, part of Springer Nature 2020
Hardcover ISBN: 978-3-030-26120-7Published: 19 June 2020
Softcover ISBN: 978-3-030-26123-8Published: 26 August 2021
eBook ISBN: 978-3-030-26121-4Published: 18 June 2020
Series ISSN: 2523-3505
Series E-ISSN: 2523-3513
Edition Number: 1
Number of Pages: XVII, 166
Number of Illustrations: 12 b/w illustrations, 3 illustrations in colour
Topics: Marketing, Industries, Fine Arts